It all started on a napkin in South Africa
In 1996, after a number of fantastic years at Operakällaren under Werner Vögeli, one of Europe’s most well-known chefs at the time, I was asked to start working at the Swedish Foreign Ministry. This gave me a great opportunity to further perfect my skills when arranging larger events. I cooked for the Swedish Royal family, the Prime Minister and the Government offices and arranged special dinners for Heads of State, high profile business people and dignitaries from other countries visiting Sweden.
In 1998 I was recommended to travel to The Cellars Hohenort in South Africa to work with Jean-Christophe Novelli, a French/British multi awarded Michelin-star chef who introduced modern cooking as we know it to the world. Naturally I jumped at the chance. A famous place where the elite chefs worked. Perfect, now let’s go to work; I thought.
I remember my first day very clearly, this was definitely not going to be a holiday.
I was given my chef’s jacket and apron to take care of as if they were my only possessions and also received a work schedule. Great to find out straight away how my first week was going to be; I thought. In the schedule the following times were written: Monday-Saturday 9 am to 11 pm with lunch between 3 pm and 5 pm. Okay, tough first week, but I’d have to give it everything now and focus. When Wednesday came I asked the Head Chef a little carefully when I could have next week’s schedule. It’s nice to know to be able to plan ahead. The answer was immediate: “You already have your f*!#@*g schedule”. OK, I thought, now I’m in with the big guns.
After 100 days I started to flag a bit I can tell you, and quite a few thoughts went through my head. If I was to continue at this pace then I’d be dead by 40! This wasn’t going to work at all… I spent a lot of time considering it and realised I still wanted to stay in the kitchen to work with what I loved and was good at. The only question was “how”?
During this time the trend of building open kitchens, where guests could watch the chefs at work, was all the rage. There was a great curiosity to know what happened behind the doors in the restaurant. One evening at The Cellars Hohenort, with a full dining room, the head waiter came into the kitchen and asked the head chef to go out into the dining room and present the menu for some well-known guests.
The head chef became furious and more or less told the headwaiter to go to hell, because he was so stressed. I declared that I could go out and present, upon which he exclaimed “Then off you go and do that you stupid moron!”.
I went out into the dining room and sat down with the guests to share the secrets of their experience with them. A lady asked me, as a kind of joke, if she could have the recipe – which I gave her, written on a napkin. Weeks passed and I got more and more requests from curious guests who wanted me to come out into the dining room; which I gladly did. I noticed that the guests liked to meet the chef, share knowledge and ask all sorts of questions about the recipes and learn the art of cooking a great sauce.
This was the birth of AVEQIA as an idea: a new kind of restaurant where the guests could cook their food together with the chefs.
Social and friendly at the same time as questions like “what happens behind the scenes?” could be answered. Fun cooking and guest contact in the same concept. We had to call it something… and we called it “Active Cooking”. Today, “Active Cooking” or “Interactive Cooking” as it’s evolved into, has gone from being AVEQIA’s unique business concept, to a niche category with several competitors at different levels and a concept that is becoming well-established.
The name AVEQIA is inspired by the Romans who were real gourmands; they had for example nine different expressions for “sweet”.
In Latin “AVE” means welcome. “Q” stands for Quorum which was the minimum number of participants in a deliberative assembly. “I” stands for Inspiratio which means inspiration. “A” stands for Accubo which basically means: to the table!
Now that AVEQIA is moving out into the bigger world the vision is to continue to develop, run and refine the category of Interactive Cooking, based on the values that have driven the concept so far.
Welcome to AVEQIA!
David Berggren, Founder and CEO